Maarten Haijer Appointed Director General of New Global Gaming Alliance
Switzerland.- 14 October 2026 | www.zonadeazar.com Maarten Haijer, former Secretary General of the European Gaming and Betting Association (EGBA), has been appointed Director General of the newly established World Gaming and Betting Alliance (WGBA), an international organisation headquartered in Geneva, Switzerland.
The new association aims to bring together the global gambling and betting industry to promote effective regulation, high consumer protection standards and evidence-based public policy.
The WGBA plans to hold its official launch before the end of 2026, alongside the publication of its first flagship industry report.
A New International Gambling Organisation
The World Gaming and Betting Alliance was established in July 2026 as an international non-profit association.
Its objective is to create a platform for cooperation between operators, industry associations and organisations involved in gambling regulation.
Its founding members include several major gambling companies and industry bodies:
- bet365.
- Flutter Entertainment.
- Entain.
- FDJ United.
- European Gaming and Betting Association (EGBA).
The organisation intends to expand international dialogue surrounding the regulatory challenges facing the gambling industry.
Maarten Haijer Takes the Lead
Haijer joins the WGBA following an extensive career in European gambling regulation.
He served as EGBA Secretary General for more than 13 years, representing major online betting and casino operators.
His experience includes regulatory engagement with European Union institutions, national authorities and gambling industry representatives.
Before assuming his new position, he was also involved in professional activities through Algonquin Consulting.
WGBA’s Main Objectives
The alliance has established an agenda centred on five principal priorities:
- Effective regulation: promoting legal frameworks based on reliable data and evidence.
- Consumer protection: strengthening mechanisms to prevent gambling-related harm.
- Integrity and transparency: encouraging high operational standards across the industry.
- Combating illegal gambling: supporting initiatives targeting unauthorised operators.
- International cooperation: engaging with regulators, policymakers and public health organisations.
The WGBA also intends to contribute to research and statistical resources supporting the development of gambling regulation.
Statements From Maarten Haijer
Announcing his appointment, Haijer highlighted the WGBA’s ambition to unite the international gambling community around shared objectives.
He emphasised the importance of effective regulation, high industry standards and evidence-led public policy.
Haijer also argued that well-regulated markets are increasingly important for consumer protection and for ensuring that gambling remains a lawful and safe form of entertainment for most adults.
He confirmed that the organisation intends to maintain dialogue with regulators, policymakers and public health stakeholders.
Haijer’s Career at EGBA
During his time at EGBA, Haijer contributed to several important initiatives supporting the development of regulated online gambling markets across Europe.
His main achievements included:
- Expanding engagement with European Union institutions.
- Supporting the introduction of national licensing frameworks.
- Promoting European consumer protection standards.
- Establishing European Safer Gambling Week, an annual awareness campaign focused on responsible gambling.
Haijer also previously held positions at the Dutch Ministry of Economic Affairs and the Netherlands’ Permanent Representation to the European Union.
Pierre Tournier Continues at EGBA
Haijer’s departure from EGBA was officially announced in August 2026.
The association appointed Pierre Tournier as interim Secretary General, effective 1 September.
Tournier, who previously served as a senior director within the organisation, assumed responsibility for maintaining its institutional activities.
The appointment ensured leadership continuity while Haijer prepared to take on his new international role.
Addressing Illegal Gambling Markets
One of the central challenges identified by the WGBA is the expansion of unauthorised gambling platforms.
A study conducted by Gaming Compliance International (GCI) for the Campaign for Fairer Gambling (CFG) estimated that unregulated operators generated €91.6 billion in online gross gaming revenue across the EU’s 27 member states during 2025.
According to the report:
- Estimated total online gambling market: €128 billion.
- Revenue generated by unregulated operators: €91.6 billion.
- Estimated unregulated market share: 72%.
- Estimated unregulated revenue in 2023: €52.6 billion.
These figures represent the study’s estimates and illustrate the scale of the challenge the new alliance aims to address.
Cooperation With Regulators and Public Authorities
The WGBA intends to establish relationships with national and international authorities to encourage the exchange of regulatory information and experience.
The organisation believes cooperation between businesses, governments and public health specialists can contribute to more effective policy development.
One of its objectives will be to strengthen the availability of data relating to gambling activity, consumer protection and the effects of regulatory restrictions.
The initiative seeks to expand discussions currently taking place across individual jurisdictions into a global dialogue.
Official Launch in Geneva
Haijer confirmed that the WGBA will be formally launched in Geneva before the end of 2026.
The event will coincide with the publication of the organisation’s first flagship industry report.
Although a specific date has not been announced, the report is expected to contribute to international discussions about gambling regulation and market development.
The presentation will mark the beginning of the alliance’s public activities.
Next Steps and Impact
The appointment of Maarten Haijer represents an important step towards establishing the World Gaming and Betting Alliance as an international industry representative organisation.
His experience at EGBA provides the new association with extensive knowledge of European gambling regulation, consumer protection and institutional cooperation.
The planned Geneva launch and publication of its first report will be the next important opportunities to assess the organisation’s priorities and potential influence.
Against a background of growing debate surrounding gambling taxation, prohibitions, illegal operators and emerging betting products, the WGBA aims to establish a global platform for dialogue between the industry and policymakers.
Editó: @fonta
